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The Effects of Selection Attributes on Attitude and Repurchase Intention for Home Meal Replacement (HMR): Focused on Moderating Role of Brand Trust

HMR 선택속성이 태도와 재구매의도에 미치는 영향: 브랜드 신뢰의 조절역할을 중심으로

  • Ra, Chae-Il (Dept. of Hotel Culinary, ChoDang University)
  • 라채일 (초당대학교 호텔조리학과)
  • Received : 2018.01.23
  • Accepted : 2018.03.09
  • Published : 2018.03.31

Abstract

The purposes of this study were to examine the effect of Home Meal Replacement (HMR) selection attributes on attitude and repurchase intention and to investigate the moderating role of brand trust between attitude and repurchase intention. This study surveyed the customers who have purchased HMR in Seoul and Gyeonggi area using a convenience sampling method. The survey was conducted from September 15, 2017 to October 25, 2017. A total of 250 questionnaires were distributed, and 237 copies were collected. Of these, 228 copies were used as valid data. The results of the analysis were as follows. First, convenience of the HMR selection attribute had a significant effect on attitude, and food quality and packaging had no significant effect on attitude. Second, attitude toward HMR had a significant effect on repurchase intention. Third, brand trust played a moderating role between HMR attitude and repurchase intention. Therefore, it is necessary for HTMcompanies to understand consumers' attitudes and consumption behaviors accurately by recognizing the selection attributes that consumers consider important By gaining strong brand trust, companies could increase repurchase intention.

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